It's not always black and white but some slogans work and some just ain't right!

Sunday, February 22, 2009

Chase: Chase What Matters

I had never thought of the Chase brand as a verb so, at first, this slogan threw me for a loop. But after thinking about it, I thought it was pretty clever. In general, a brand should make you want to do something. Nothing says "do" more than a verb. It is a bit ironic, though, that a bank is telling you to chase what matters -- as if that were something other than money. Maybe what they're getting as is the thrill of the chase.

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The Good/Bad Story

What started with a simple URL obsession has blossomed into an all-consuming marketing mania. As a marketing professional, my day job requires me to critically evaluate good and bad marketing ideas. For some reason, I decided to devote my nights and weekends to that same pursuit. Of course, in this setting, I get to pick the companies I assess and don't have to mince my words. So join me here as I set out to put my stamp of Good or Bad on every slogan, tagline, and call-to-action that flashes before my eyes (and camera lens).

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About Me

My name is Aaron Goldman and I'm a marketing junkie. My day job is CMO at Kenshoo, a global technology platform for managing online advertising campaigns. So, yes, I have a vested interest in Good and Bad Slogans.

Blog Archive

Are You a Slogan Snob?

Have you seen or heard any slogans so good they get stuck in your head for the rest of the day? Come across any slogans so brutal you wonder what the CMO was smoking when he or she approved it? Snap a pic and send it to me at GoodSloganBadSlogan@gmail.com and I'll post accordingly.

Slogan Best Practices

An effective slogan usually:1. States the main benefits of the product or brand for the potential user or buyer2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints3. Makes a simple, direct, concise, crisp, and apt statement4. Is often witty5. Adopts a distinct "personality" of its own6. Gives a credible impression of a brand or product7. Makes the consumer feel "good"8. Makes the consumer feel a desire or need9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials10. Sounds good

From Me...

An effective slogan usually:1. Is both timely and timeless2. Is universal -- retains its meaning in other cultures and translates well to other languages3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?"4. Makes you think, but not too hard5. Defines a new reality or way of life6. Inspires action7. Creates a social identity or conveys status8. Delivers the promise of transformation9. Humanizes the brand

Other Good/Bads (and 2 Bad/Goods)

Disclaimer

Please note: I'm a marketing guy, not a lawyer. I am not aware of any copyright laws I am violating by posting pictures of advertisements and slogans that are in the public domain to this blog. That said, if you own any of the trademarks I've posted and feel that I am infringing on your copyright, please contact me and I will remove any offending material promptly.